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International Business Competing in the global marketplace 8th Edition

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Historically Unilever has had a reputation for customizing its product offerings and marketing messages to local market conditions. What are the benefits of this approach? What are the drawbacks?

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Prior to 2003, Unilever more or less approached each market
individually. The company often developed entirely different
products and marketing campaigns for each market. In India
for example, the company developed a shampoo designed to clean hair
that had been oiled. But it also developed entirely different
products for both Hong Kong and China. This strategy of
customizing products, packaging, and messages to individual markets
while allowing the firm to cater to the individual needs of
customers also led to high costs, complexity, and confusion within
the organization.